The digital strategy consultancy ditrendy has presented its new report Ditrendia report: Mobile in Spain and in the world 2015, in which he highlights the main consumption and use data of the mobile devices and its trends for the future. The report has been prepared by ditrendia from an extensive analysis of more than forty of the most respected sources and research from around the world on the subject.
Among the many interesting data that the report offers, it is worth highlighting the evident growth of mobile commerce in Spain, which grows three times more than eCommerce in general.
“People are / we are increasingly connected through mobile devices. The fact that our customers are always connected, and understanding the new consumption and information habits that this phenomenon entails is key to reaching consumers, improving their shopping experiences and being able to differentiate ourselves from our competitors ”, says Fernando Rivero, CEO of ditrendia.
Main findings and conclusions of the «Report ditrendia: Mobile in Spain and in the world 2015»
Mobile phones and tablets, protagonists of mobility
The data in the report indicates that users are increasingly accessing the Internet through mobile devices and less from computers. In part, this success is due to the wide penetration of smartphones that today represent almost 9 in every ten active mobiles in Spain.
Moreover, Spanish Internet users are also looking for other devices to connect, in addition to mobile phones. In this sense, during 2014 the tablet experienced a growth of 14%. Three years ago, two out of every three people with a smartphone also connected to the Internet through a tablet. In 2014, the rate rose to 6 out of 10.
According to the report, Spaniards are more hooked than ever to our mobiles. According to the document, more than half of Internet users connect daily for more than half an hour through their mobile devices and 44% look at the screen of their phones more than 50 times a day. In addition, half of smartphone owners connect to the Internet within 15 minutes of getting up. An hour after getting up, 9 out of 10 people have already connected to the Internet from their mobiles.
Mobile commerce grows three times more than electronic commerce in general
Mobile commerce is growing almost three times more than eCommerce in general. 58% of smartphone users have already made a purchase from their mobile, a figure that pushes the growth rate of the sector towards an annual average of 42%, well above electronic commerce in general, which grows at a rate of 13%. Transaction expenses have also increased, across all platforms, by an average of 30%.
The profile of the mCommerce buyer is mainly male, between 25 and 34 years old, who likes to consume music and books from home. This type of consumer visits the page where they want to make their purchase five times on average and previously investigates the store and the product thoroughly before deciding on their purchase. 66% view videos about the product and 54% read reviews and evaluations.
Despite the new trend of users towards mobile shopping, Spanish stores still have a long way to go. Only 42% say they are fully adapted to serve customers in the mobile version of their stores.
The unstoppable revolution of mobile banking
Mobile banking users are also increasing notably. At the end of 2014, 800 million people regularly accessed their bank via smartphone. The outlook is that this figure will double in the next 4 years.
Banks are very aware of this growth. In fact, 72% of banks consider that increased access through mobile devices will replace visits to bank offices in the next 5 years.
In the world, 42% of the so-called young people of the Millennial generation only access their bank through their mobile. However, only 20% of the entities consider that mobile applications are among the main channels of their services, despite considering them a priority for the future.
Spanish consumers also hope that the mobile will continue to be an extension or a substitution of their physical wallets. Payment through the smartphone experienced a growth of more than 50% last year and the trend indicates that it will increase. In fact, 25% of Spaniards expect that the use of the mobile phone as a wallet will be more widespread and they hope in the future to be able to use it to pay for public transport, gas stations or parking lots.
Increase in mobile marketing actions
The increase in the use of mobile devices by users is reflected in an increase in investment in digital advertising by companies. Global mobile advertising revenues, which represented less than $ 2009 million in 500, increased 10-fold during 2014, reaching more than $ 6.000 billion. For 2016, forecasts point to the market surpassing revenues of almost 12.000 million.
In fact, the financial support received by marketing departments is increasing. More than half of companies plan to increase the digital marketing budget will increase up to 20% by 2015.
You can consult the full report of ditrendia here.